I think much of Macy's problem is that it's upscale, or perceived to be. Years ago, Macy's took over a longtime local chain in Western PA called Kaufman's. The flagship Kaufman's in Downtown Pittsburgh was the typical old fashioned department store common around here. It had everything in varying price ranges from a bargain basement to high end departments. A number of former Kaufman's customers tried out Macy's thinking it would be the same as Kaufman's, but they decided Macy's was too expensive.
Today, the chain has closed several of the stores in these parts including the downtown store and I expect the rest will be gone soon.